EMEA: barriers to mobile marketing growth 2021

During a survey carried out among marketing professionals from Europe, the Middle East, and Africa (EMEA) in April and May 2021, the most often cited barrier to the growth of mobile marketing and advertising was consumer concerns about privacy and/or security, mentioned by 35 percent of respondents. The second most often named barrier was legal privacy requirements, such as the General Data Protection Regulation in the European Union.

Barriers to the growth of mobile marketing and advertising in Europe, the Middle East and Africa (EMEA) in 2020 and 2021

Characteristic	April and May 2020	April and May 2021
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Release date

June 2021

More information

Region

Africa, Europe, MENA

Survey time period

April and May 2020; April and May 2021

Number of respondents

2020: 569; 2021: 575

Special properties

among marketing professionals

Method of interview

Online survey

Supplementary notes

Methodology of the 2021 survey retrieved from here. Methodology of the 2020 survey retrieved from an earlier publication.
Original question: "In your opinion, what are the biggest barriers to the growth of mobile marketing and advertising in your region?"

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